50-Plus Market Why the Future Is Age Neutral When It Comes to Marketing and Branding Strategies
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Description: Baby boomers are the wealthiest, fastest-growing consumer group in the world, yet the market remains largely untapped by marketers. In fact, only five percent of worldwide ad budgets are geared toward older costumers while 80 percent goes to reaching 18- to 34-year-olds. Acknowledging that the 50-plus consumer market is foreign territory to many marketers, author Dick Stroud provides a how-to guide for key elements of a marketing strategy targeting boomers. His new approach to how companies can interact with older customers advocates age-neutral marketing strategies, ensuring the growing numbers of affluent consumers over the age of 50 aren't overlooked. Using research from OMD, the world's second-largest media communications firm in the world, "The 50-Plus Market" shows why the obsession with youth-centric marketing must end.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $29.95
Copyright year: 2007
Publisher: Kogan Page, Limited
Publication date: 5/1/2007
Size: 6.00" wide x 9.25" long x 1.25" tall
|Marketers on marketing to the over 50s|
|The future is getting older|
|Myths and marketing myopia|
|A global snapshot|
|What's different about being old? The strange world of segmentation|
|The value of geo-demographics|
|The rules have changed|
|From theory to practice|
|Communications with the over-50s|
|Thoughts about being creative|